Apple announced that it would give music videos its own section on Apple Music as part of the iOS 11.3 update, but today it did so even before publicly releasing the new version of iOS. Music videos can be found in the main "explore" tab of the Music application.
Apple Music has given subscribers access to music videos since the subscription service was launched. The new section aims to give more prominence to these videos, highlight new additions / exclusives and show selected playlists such as "Today's Video Hits" and "The A-List: Pop Videos." Apple says it has no ads, The curated approach makes Apple Music the "best music video playback experience available anywhere."
Is it enough to take people away from YouTube / Vevo as their music video? Who knows. But several videos premiere exclusively in today's service along with the debut of the new section, including "Colors" by Beck and "The Space Program" by A Tribe Called Quest.
Like other editorial efforts of Apple Music, some of the recommendations are customized for you and your musical taste based on your listening history with the service. The rest of the content is shown to all users, such as the "Spotlight on Taylor Swift" row below. In a coincidental moment that Apple will not love, Taylor Swift has just announced that her latest music video will be exclusively available on Spotify to begin.
The new Music Videos section is shown for everyone, but Apple will only allow you to watch them with a paid subscription to Apple Music. (It will also be hidden if you are not a subscriber and have the option "Show Apple Music" disabled in the iOS settings). It is available on iOS, Android and Apple TV.